WORDS MATTER
When we stop using certain words, we stop seeing what they represent. And when we stop seeing, we stop caring.
A recent study led by Professor Miles Richardson at the University of Derby found that human connection to nature has declined by more than 60% since the 1800s. One of the most striking findings is that this decline isn’t just visible in our behavior, but also in our words.
Nature-related terms like river, moss, and fern have become far less common in books over the last two centuries. These are not random linguistic shifts. They signal a deeper change in what we collectively notice, name, and value.
Why does this matter for your website?
You might not be writing about moss on your homepage [unless you’re a landscaping business, in which case, please do!], but the principle is the same. The words you choose shape how people perceive your organization. They signal what you value and who you welcome.
If the language on your website doesn’t reflect your mission, your values, and the communities you want to reach, people may not recognize themselves or their needs within your story. And when people don’t see themselves represented, they disconnect.
If you avoid certain words — whether out of habit, fear of being “too specific,” or because you think other terms sound more professional — you risk erasing the very things that matter most.
DEIB and the Power of Language
This is where diversity, equity, inclusion, and belonging [DEIB] principles come in. Inclusive language is about making intentional choices with words that matter to you and to your audience. It is one of the most powerful ways to show people they’re seen, respected, and welcome.
Ask yourself:
Are you naming the communities you serve in ways that honor how they describe themselves? When you use the words your communities use to describe themselves, you send a signal: We see you. We care. You belong here.
Do your words reflect the values you want people to associate with your brand? By using words that align with your values, you create a digital space that feels open, trustworthy, and true to who you are.
Are you avoiding words and phrases that might make some readers feel excluded or unwelcome? More importantly, are you making adjustments as times change or as your community gives you feedback?
Are your words clear and bold? When you avoid vague stand-ins, you build trust and make your values visible.
It’s not enough to simply say the right words. We know — we say words are important and now it sounds like we’re taking it back. But just as important as the words you choose are the actions you take to back them up.
Take land acknowledgements for example. Many organizations include them on their websites. And the intention behind them is good. But if they’re offered without meaningful engagement, education, or action to support Indigenous communities, they become performative rather than impactful.
Your words must reflect values in action. On your website, this means using language that not only describes your mission, but also signals how you show up for the communities you serve. Words gain weight when they’re tied to real actions and commitments.
There’s also a practical side: SEO. The words you choose on your site determine whether people can even find you in the first place. If someone searches “volunteer with refugee families” and your site actually names “refugee families,” you’re more likely to show up. If you use only vague umbrella terms, you won’t.
The University of Derby study reminded us that words are more than tools. They are keepers of meaning. When we use them, we keep things alive, whether that’s the wild places of nature, the communities we serve, or the values we stand on.
So if you want people to know who you are, don’t shy away from the words that matter to you. Use them boldly, consistently, and with care.
